COURSE CURRICULUM

The Bachelor of Business Administration (MCI) pathway with a specialisation in Digital and Social Media is designed to develop the skills and competencies required for managers working in communications or ICT departments of companies and organisations. These professionals are responsible for managing online branding and communication strategies and engaging effectively with all stakeholders. Alongside core MCI subjects such as Mass Communication, Public Relations, and Company Branding, students study specialised modules focused on Digital and Social Media. These include Understanding the New Digital Platforms, which explores how modern online platforms operate, The New Media and Digital Cultures, which examines the impact of digital communication on society and business, and The Digital Economy, which focuses on how digital transformation influences markets and organisations. In the final year, students advance their knowledge through strategic subjects such as Internet Collaboration and Innovation and Social Media Analytics, where they learn to analyse online engagement and improve digital strategies. Students also complete work experience, projects, and their graduation assignment within the field of web-based digital communication and social media management. Overall, the program prepares graduates to become skilled professionals in digital communication, capable of managing social media platforms, developing branding strategies, and supporting organisations in adapting to the fast-changing digital and online business environment.